maybe to set a precedent that maintaining a living standard is no less important than maintaining profit margin.
Why do you think that for example the Apple Store near my home should raise their salaries, when Marks & Spencers, Debenhams, House of Fraser, British Homestores, and so on, are not raising their salaries?
My company doesn't give me a raise either when the dollar gets stronger. Why on earth would they? Any single company owner in Britain would look at you as if you were insane if you suggested they should raise salaries because the US dollar got stronger.